What could be more rewarding than helping shape a brand as a designer? Whether it’s a complete rebranding or designing something entirely from scratch, it’s an incredible feeling to know you were there from the very beginning. From that first scribbled idea on a piece of paper to the final, pixel-perfect design the world will eventually see.
But brand design is not just an artistic experiment. It’s the visual translation of a brand’s identity, a thoughtful system that creates recognition and works across all kinds of touchpoints. That’s where we’re grateful for the strategic groundwork laid by our brilliant colleagues at the strategy team. It’s what we call compound, remember? 😊
Example: For Becobra, we first developed a solid strategic foundation and brand story before moving into the visual territory. Once again, the branding emerged from the brand’s core essence.
Inspiration: design is everywhere
Once the strategic lines are drawn, we get to my favorite part: gathering inspiration.
Where we used to open books for inspiration, we now dive into vibrant feeds filled with designs that may or may not have someone’s creative soul poured into them. Pinterest, Behance, Dribbble, to name a few. An endless flow of visual triggers: shapes, illustrations, type and photography.
But with so much ideas comes the paradox: it sometimes feels like everything’s been done before. That’s when I look beyond the obvious. A great concert, an inspiring building, rolling hills, a one-shot series, or a passionate lecture: these are all fertile sources of energy and inspiration.
As long as you align your creative sparks with the strategic backbone, you’re on the right track. Then it’s about exploring, refining, and yes occasionally swearing at your screen, until you reach that magical moment where everything just clicks and you find yourself shouting at your desk: “Yes, this is it!”
Example: With Bocageland, our visual language was directly inspired by nature: flowing lines, gentle curves, seamless transitions.
Design is personal
And then, of course, you hope the rest of the world loves it as much as you do. Design - at least for me - is deeply personal. There’s a reason designers are often “sensitive” about their work and even more about the potential criticism on their work.
You’re part of what you create. Your taste, your quirks and your creative fixations all sneak into your designs. And that’s totally fine, as long as you stay aware of the line between personal style and brand consistency.
Because brand design should always serve the brand. Visually, verbally, even sonically. Branding only truly works when all elements come together into one coherent identity.
In the end
Great design is never just a pretty picture. There’s a whole story behind it. It turns strategy into form, transforms ideas into recognition and contributes to long-term brand value. Knowing that you’ve played a role in that, that’s what makes this job so damn worth it. #proud 😊
Example: For DBV Architecten, we built both the visual and verbal identity on a solid strategic foundation — resulting in a consistent and compelling brand experience.